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~subject:"Brand management"
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Brand management
Consumer behaviour
6
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Markenführung
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South Korea
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Strategic alliance
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Strategische Allianz
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Südkorea
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Benefit perception
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Brand image
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Markenimage
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Online-Marketing
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Partner's behavioral direction
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Prediction of alliance outcome
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Kang, Inwon
3
Koo, Jakyung
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Han, Jeong Hugh
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Lee, Jiwon
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Shin, Geon-cheol
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Shin, Matthew M.
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Journal of international consumer marketing
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Millennial consumers perceptions on luxury goods : capturing antecedents for brand resonance in the emerging market context
Kang, Inwon
;
Koo, Jakyung
;
Han, Jeong Hugh
;
Yoo, Sungjoon
- In:
Journal of international consumer marketing
34
(
2022
)
2
,
pp. 214-230
Persistent link: https://www.econbiz.de/10013167322
Saved in:
2
Evaluation of culturally symbolic brand : the role of "fear of missing out" phenomenon
Kang, Inwon
;
Son, Jeyoung
;
Koo, Jakyung
- In:
Journal of international consumer marketing
31
(
2019
)
3
,
pp. 270-286
Persistent link: https://www.econbiz.de/10012200733
Saved in:
3
Brand competency as a market segmentation method for brand R&D in the Asian luxury market
Kang, Inwon
;
Lee, Jiwon
;
Shin, Matthew M.
;
Shin, Geon-cheol
- In:
Service business
8
(
2014
)
1
,
pp. 113-133
Persistent link: https://www.econbiz.de/10010239426
Saved in:
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